I’m Michaela, a strategic and inclusive creative leader with over 12 years in design and brand. I’ve spent the last 4+ years guiding cross-functional teams across digital product marketing, UX/UI, and brand strategy, translating ambitious business goals into cohesive, measurable creative programs. I’m passionate about building scalable design systems, driving brand growth, and shaping narratives that resonate across diverse audiences. I’m known for nurturing collaborative, high-performing teams and advocating accessible, human-centered design that still looks timeless and on-brand. My approach blends storytelling with systems thinking to deliver outcomes that matter—from brand refreshes and youth initiatives to large-scale campaigns and digital transformations. I value clear communication, stakeholder alignment, and inclusive practices that ensure equity and impact across Gen Z to Gen A audiences while delivering tangible business results.

Michaela Neilson

I’m Michaela, a strategic and inclusive creative leader with over 12 years in design and brand. I’ve spent the last 4+ years guiding cross-functional teams across digital product marketing, UX/UI, and brand strategy, translating ambitious business goals into cohesive, measurable creative programs. I’m passionate about building scalable design systems, driving brand growth, and shaping narratives that resonate across diverse audiences. I’m known for nurturing collaborative, high-performing teams and advocating accessible, human-centered design that still looks timeless and on-brand. My approach blends storytelling with systems thinking to deliver outcomes that matter—from brand refreshes and youth initiatives to large-scale campaigns and digital transformations. I value clear communication, stakeholder alignment, and inclusive practices that ensure equity and impact across Gen Z to Gen A audiences while delivering tangible business results.

Available to hire

I’m Michaela, a strategic and inclusive creative leader with over 12 years in design and brand. I’ve spent the last 4+ years guiding cross-functional teams across digital product marketing, UX/UI, and brand strategy, translating ambitious business goals into cohesive, measurable creative programs. I’m passionate about building scalable design systems, driving brand growth, and shaping narratives that resonate across diverse audiences. I’m known for nurturing collaborative, high-performing teams and advocating accessible, human-centered design that still looks timeless and on-brand.

My approach blends storytelling with systems thinking to deliver outcomes that matter—from brand refreshes and youth initiatives to large-scale campaigns and digital transformations. I value clear communication, stakeholder alignment, and inclusive practices that ensure equity and impact across Gen Z to Gen A audiences while delivering tangible business results.

See more

Work Experience

Creative Lead at Chartered Accountants Australia and New Zealand (CA ANZ)
October 1, 2021 - November 18, 2025
Led the design and implementation of CA ANZ's refreshed brand identity, engaging 500 employees and 140,000 members, embedding a cohesive identity and improving brand health from 65.2% (2022) to 76.8% (2025). Directed the youth-brand initiative, achieving a 61% uplift in positive perceptions of the accounting profession and a 67% increase in interest in accounting careers. Managed end-of-year campaigns and large-scale brand initiatives with external agencies, ensuring brand alignment. Guided creative across LinkedIn, Instagram, and Facebook, delivering triple-digit engagement growth (LinkedIn +421%, Instagram +100%+). Developed comprehensive brand and user guidelines to support digital transformation and accessibility. Implemented an office design system adopted across 14 global offices. Mentored a team of 6+ designers, elevating their strategic thinking and output. Applied human-centered, accessible, and culturally responsive practices to deliver equitable outcomes.
Senior Graphic Designer at Oystercatchers NZ
November 1, 2021 - November 1, 2021
Provided senior design expertise across multiple projects, including Instagram content strategy, website design, and packaging, ensuring high-quality, user-focused outcomes.
Intermediate Graphic Designer at Cato Brand Partners
March 1, 2020 - March 1, 2020
Delivered end-to-end design across signage, packaging, brand identity, web, and experience projects, enhancing brand visibility and user engagement. Supported large brand identity initiatives for clients such as TSB New Zealand and Fire and Emergency New Zealand.

Education

Foundations in Creative Leadership at IDEO U
April 1, 2025 - November 18, 2025
Postgraduate Certificate in Business Distinction at Massey University, Wellington
January 1, 2021 - December 31, 2022
Bachelor of Design (First Class Honours) Visual Communication Design at Massey University, Wellington
January 1, 2012 - December 31, 2015

Qualifications

Chartered Accountant
January 11, 2030 - November 18, 2025
DINZ Accredited
January 1, 2025 - November 18, 2025

Industry Experience

Professional Services, Financial Services, Education, Media & Entertainment, Other